The Overlooked Aesthetic Function: The Impact of Food Anthropomorphism on Taste Perception.

Anthropomorphism is a commonly used strategy in food marketing; however, its effect on perceived taste remains controversial. Moreover, a frequently overlooked issue is that anthropomorphic designs often alter the aesthetic appeal of food. Accordingly, the present research study focused on the joint effects of anthropomorphic strategies and food aesthetics on taste perception. Across four studies, these effects were examined at different stages of consumption. Study 1 employed an online study and demonstrated that at the food choice stage, anthropomorphism exerted a positive effect on perceived taste. Building on this design, Study 2 varied the type of food and introduced consumption cues in an online context, and the results showed that anthropomorphism did not exert a significant negative effect on taste perception. In contrast, aesthetic appeal consistently and positively predicted taste evaluations across conditions. Study 3 used a simulated eating task while controlling for aesthetic factors, and the results indicated that after consumption, anthropomorphism negatively affected taste perception. Finally, Study 4 investigated actual eating behavior and showed that in delayed evaluation contexts, anthropomorphic strategies reduced consumers' taste evaluations when aesthetic appeal was held constant. More critically, anthropomorphism has a beneficial effect at the food choice stage but elicits negative taste perceptions following actual consumption. Furthermore, when aesthetic factors are controlled, anthropomorphism consistently lowers taste evaluations in delayed evaluation contexts.